At 9 am on launch day, London’s Carnaby Street store saw the first of many chaos-inducing incidents as police were called in just half an hour. In New York, rumors of a stabbing ignited fights and scalpers made quick profits, leaving most customers empty-handed due to limited stock. This debacle, reminiscent of their 2022 MoonSwatch launch, was entirely avoidable but predictably went haywire.

Swatch Group CEO Nick Hayek Jr. claimed they couldn’t foresee such a reaction, yet this excuse rings hollow in light of the similar chaos seen during the 2022 MoonSwatch event. Despite warnings, Swatch repeated their flawed strategy, leading to widespread shut-downs and pepper spray incidents around the globe.

On social media, fans expressed their frustration with Swatch’s response. One comment read: 'You intentionally put people in danger causing a frenzy knowing how many watches you sent to each location but allowing thousands of people to line up was negligent.' This sentiment echoed across 45,000 comments, painting the brand in an unflattering light.

Swatch’s communication team attempted to spin the narrative, citing shopping mall security issues. However, AP itself acknowledged their unhappiness with Swatch's handling of the launch. The situation has left many questioning Swatch’s ability to manage such high-profile collaborations without causing chaos.